Ann Taylor Brand Book & Visual Guidelines

At Ann Taylor, I was charged with reinventing the 60-year-old brand's visual identity and voice. A new creative team was assembled and we launched the brand's new look and feel along with an updated lifestyle story across all channels in Fall 2015. Examples shown from the brand book illustrate the new mission of the brand as well as new identity work.

Ann Taylor.com

AnnTaylor.com was refreshed with updated navigation, a cleaner layout and new editorial features and seasonal stories to highlight product, provide styling direction and to build the brand's personality and lifestyle.

Kate Spade Saturday Spring Campaign

Kate Spade Saturday kicked off 2014 with a year-long campaign celebrating why "Saturday Is . . ." the best day ever. The multi-channel campaign featured spirited lifestyle imagery and video shot by Cass Bird. And every Saturday we celebrated the best day of the week with in-store events and social media activities. We encouraged everyone to tweet or instagram what their "#SaturdayIs" and featured responses on a dedicated page on the site.

Saturday.com

Kate Spade Saturday launched as a web-only retailer in the United States with Saturday.com. We collaborated with the digital agency HUGE to create a socially-integrated and content-rich site. Users are able to log-in using their social networks to shop with personalized features and gaming capabilities. Product pages were designed to feature multiple editorial, styling and fit stories as well as user-generated imagery. See examples of our content here.

In addition to the copy and design on the site, the creative team directed all online photography for both content, on-model and stills.

Kate Spade Saturday Launch Campaign

Kate Spade Saturday launched in March 2013 as a new global lifestyle brand created to channel the spirit of Saturday seven days a week. It is a younger, more accessible sister in the kate spade new york family, but shares the same DNA: it is colorful, optimistic and bold, but it expresses these values in a more casual way. The line includes apparel, handbags, accessories and items for the home. Kate Spade Saturday launched with a flagship store in Tokyo and online in the United States with Saturday.com. Our arrival was supported by print and digital advertising, a teaser site and a parade in Tokyo. Stores soon followed in Los Angeles, Houston, New York City, Boston and Singapore.

Kate Spade Saturday 24-Hour Window Shops

Going to an impromptu picnic in the park? Or snuck out of work for a movie matinee? You might need a blanket to sit on or a jean jacket to cover up. The Kate Spade Saturday 24-Hour Window Shops make it easy and fast to get fun, summer product to you anywhere, anytime in NYC in less than an hour.

In June 2013, Kate Spade Saturday teamed up with Ebay's Retail Innovation Group to create four one month pop-up window shops in New York City. Using a touch screen on the store windows shoppers could "window shop" and have their purchases delivered anywhere in 1 hour—via bike messengers dressed in Kate Spade Saturday yellow!

Ebay brought the technology and logistics and we brought the experience and fun. Read more about this here, here and here.

Kate Spade Saturday Branded Content & Social Media

Kate Spade Saturday stores and Saturday.com were created to house original creative content, display user-generated content and share social chatter so that no matter where our girl shopped, she had that same spirited user experience online at Saturday.com or at a shop in Singapore.

The creative team at Kate Spade Saturday created all content for the site, our blog Saturdaily, and also launched and maintained our Facebook, Twitter and Instagram feed.

Vogue.com

As the Art Director for newly launched Vogue.com, I was responsible translating the magazine's print identity to the online space, while also helping to direct and create Vogue.com-owned branded content.

Vogue.com Backstage

Every season, Vogue.com provides robust reporting from the front row of each fashion week in NYC, London, Paris and Milan. Coverage also included exclusive access to preview shows the night before and the behind-the-scenes shots at each show.

As Art Director, I commissioned photographers to elevate our backstage imagery and create beautiful photos in their own right—and most importantly—to showcase the humor, the humanity and the artfulness of the industry.

Kate Spade New York Fall 2011 Campaign

The Fall 2011 campaign, featuring the actress Bryce Dallas Howard, made its way to billboards in NYC and LA, print media, taxi tops, shopping bags and street teams in the US and Asia. Sticking true to our "Understated is Overrated" philosophy, we passed out bright pink and red flower pins to accessorize any outfit (or dog).

Kate Spade New York Loves Japan

After the March 2011 tsunami, Kate Spade New York supported earthquake relief efforts and also their Kate Spade Japan colleagues with a limited-edition charity tote. The tote sold out, but the message stayed and eventually became a larger product line that continues to be sold in Kate Spade Japan shops.

Bumble and bumble 2010 Holiday Campaign

Everyone, everywhere deserves Nice Hair.

"Declare Nice Hair" was the Bumble and bumble rallying call for the 2011 Holiday campaign and we encouraged everyone, everywhere to "do their part" and "comb together" to spread the nice hair movement.

The program was built around ways to share and wear nice hair: a gift box with product and a hair comb, classic hairstyling brushes, and a travel kit to allow you to "go in style."

Bumble and Bumble Gel Launch

In 2009, Bumble and bumble launched its first hair gel, setting out to redefine a medium that traditionally had been a classic hairdressers's tool, but hadn't evolved with the times or technology. Bb.Gel allowed stylists to create sculptural looks reminiscent of gels' usage in the past or more avant-garde styles with sure-hold Gellac.